e-retailer에 대한 소비자 신뢰가 소비자 거래 비용과 재방문의도 및 고객 충성도에 미치는 영향에 관한 연구

The Influence of Consumer Trust on Consumer Transaction Costs, Future Intention and Customer Loyalty in an E-retailer

Trust is advocated as the single most important factor for consumers choosing an supplier. To study trust mechanisms underlying consumer-e-retailer exchange relationship. this research takes a new perspective, a perspective directed toward customer retention By bring together three divers approaches-trust literature, global evaluation theory, and transaction costs analysis, this study develops an integrative model of consumer trust in an e-retailer Hypotheses was tested using structural equation modeling, multiple regression analysis, and multiple group analysis Finding of the study imply that consumer trust in an e-retailer derives not only from a consumer's web experience but also from his/her experience outside the web Specifically, a consumer's attitudes toward the key components of his/her entire online purchase experience(ie, website design, fulfillment/reliability, privacy/security, and customer service) constitute the key drivers of consumer trust Findings also indicate that trust is intrinsically beneficial. If a consumer trusts an e-retailer, he/she will come back in the future or even become loyal to the e-retailer Further, findings suggest that though trust has a direct effect on future intentions and loyalty, part of its effect is conditional on its ability to a reduce transaction costs, Additionally, findings of the study imply that as contextual factors, consumer dependence on an e-retailer confounds the effects of trust on future intentions and loyalty, and uncertainty surrounding online transacting environments moderates the effect of trust on future intentions, However, environmental u/ncertainty was not found to confound the effect of trust on loyalty